Delight, trust and personal connection don’t come from ‘getting it cheaper there’. Assuming you’re offering an equivalent scope of product or service, positioning yourself as the cheapest in the market is rarely a viable approach in the long-run, and it’s unlikely it will remain an equivalent scope of product or service for long. And so […]

Tabula Rasa is a Latin phrase, which, translated into English, means ‘blank slate’. Its most common use is within the philosophical doctrine that individuals aren’t born with mental content pre-programmed and so all knowledge is as a consequence of experience and perception. That position and the associated nature versus nurture debate is still an ongoing […]

We can’t create time. What we have is finite. There aren’t more hours in a day or days in a week to be had. When it’s gone, its gone and nothing will change that. And so it’s perhaps easy to get caught up in the perpetual cycle of churn, of shifting from one thing to […]

Some years ago, around the turn of the 20th century, a traveller arrived to a small town just north of the Okefenokee Swamp in Georgia and walked into the general store, where a handful of the locals mingled. The traveler turned to the locals and asked, ‘Gentlemen, could you direct me to the Okefenokee Swamp?’ […]

Consider the last time you got on an airplane. Over the course of the usual welcome, the briefing member of cabin crew invariably says, ‘your safety is our primary concern’. When was the last time you chose an airline based on their safety record? Now, that’s not to say that safety isn’t important. Of course it […]

The Credible Expert is a must-read for anyone in the medical industry who is looking to stand out, create more opportunities and grow their business. After reading it you will: Understand how the market has changed and what you need to do to capitalise on it Consider the characteristics of the ‘intrapreneur’ and the rise of these dynamic […]

It’s perhaps easy to think that your idea – your product or service – is enough to win in the market. When you have invested the emotional energy, time and money in a concept, then you’ve already bought into the fact that it ought to be a success. Of course you being bought in and […]

With so little to differentiate the functional performance of most of the top products, the emphasis to create the desire for change now rests squarely with the person standing in front of the customer. And the thing that the customer wants most in business-to-business sales, more than they care about the brand or want a […]

The likelihood is that, if you only measure how often you call on a prospective customer, you’ll be interested in how often you see that person. Similarly, if you only measure your feedback after the event, it’s probable that your focus will only be on the event feedback. And finally, if you decide to track […]

Delight, trust and personal connection don’t come from ‘getting it cheaper there’. Assuming you’re offering an equivalent scope of product or service, positioning yourself as the cheapest in the market is rarely a viable approach in the long-run, and it’s unlikely it will remain an equivalent scope of product or service for long. And so […]